B2B buyer journey shifts and lead gen leaks
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Buyers are in control of the buying process. Over 70% of it is happening online. And they are putting companies on their short list of vendors that provide value and establish trust with their content.
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The Revenue Marketer
B2B buyer journey shifts and lead gen leaks
Still chasing 10% efficiency gains?
2023-2025 were the years of experimentation with AI. 2026 is the year to make it transformative. If you're still trying to figure out the strategic advantage AI will bring to your team, we're here to help!
Think your lead gen strategy needs a refresh? The data proves you're right. In this eye-opening episode of The RevRoom, host Rachel Bryant sits down with Kerry Cunningham, Head of Research at 6sense and architect of the "demand unit waterfall," to uncover groundbreaking research about how B2B buying has fundamentally changed.
For additional context on how modern marketers can adapt, explore From MQLs to Buying Groups — a real-world look at how leading organizations are evolving their marketing models around group-based decision-making.
The Research That Changes Everything
Kerry drops some truth bombs about what's really happening in B2B buying:
- The average B2B journey is 11 months long and involves 11 people
- For every vendor you add to the evaluation, you add 2 people and 2 months to the process
- 70% of B2B buying happens before any sales contact
- Only 2 out of 10 buying group members will ever fill out your forms
- Most buyers already have their preferred vendor picked by the 70% mark
These findings expose a core problem: today’s B2B buying process is complex, nonlinear, and heavily digital. That’s why understanding campaign strategy clarity — as detailed in The Transformative Power of Strategic Campaign Planning — is crucial for aligning marketing efforts with where buyers actually are in their journey.
Why Your Current Strategy Isn't Working
Remember when we thought inbound marketing would solve everything? Kerry explains why that assumption was flawed from the start:
"Content marketing was an elaborate trick to get people to give us their email so we could send them stuff afterwards and call them," Kerry notes. But here's the reality: aggressive follow-up doesn't change when buyers choose to engage - it just potentially damages relationships.
But here's the reality: aggressive follow-up doesn't change when buyers choose to engage—it just potentially damages relationships.Instead, marketers should shift toward relationship-first frameworks, like the BRAVE approach, which prioritizes trust, authenticity, and long-term value over short-term lead capture.
The Wake-Up Call for Marketer
The most shocking revelation? Your lead conversion problems aren't about lead quality - they're about timing. When 50-60% of your leads come from accounts too early in their journey, no amount of BDR follow-up will change their readiness to engage.
Ready for part two where we dive into what to do about all this? Stay tuned for our next episode where Kerry shares practical steps for transforming your marketing strategy for today's B2B reality.
Be sure to check out Part 2 of our interview with Kerry for advice on what to do with this information!
About the author
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The RevRoom podcast
Think your lead gen strategy needs a refresh? The data proves you're right. In this eye-opening episode of The RevRoom, host Rachel Bryant sits down with Kerry Cunningham, Head of Research at 6sense and architect of the "demand unit waterfall," to uncover groundbreaking research about how B2B buying has fundamentally changed.
For additional context on how modern marketers can adapt, explore From MQLs to Buying Groups — a real-world look at how leading organizations are evolving their marketing models around group-based decision-making.
The Research That Changes Everything
Kerry drops some truth bombs about what's really happening in B2B buying:
- The average B2B journey is 11 months long and involves 11 people
- For every vendor you add to the evaluation, you add 2 people and 2 months to the process
- 70% of B2B buying happens before any sales contact
- Only 2 out of 10 buying group members will ever fill out your forms
- Most buyers already have their preferred vendor picked by the 70% mark
These findings expose a core problem: today’s B2B buying process is complex, nonlinear, and heavily digital. That’s why understanding campaign strategy clarity — as detailed in The Transformative Power of Strategic Campaign Planning — is crucial for aligning marketing efforts with where buyers actually are in their journey.
Why Your Current Strategy Isn't Working
Remember when we thought inbound marketing would solve everything? Kerry explains why that assumption was flawed from the start:
"Content marketing was an elaborate trick to get people to give us their email so we could send them stuff afterwards and call them," Kerry notes. But here's the reality: aggressive follow-up doesn't change when buyers choose to engage - it just potentially damages relationships.
But here's the reality: aggressive follow-up doesn't change when buyers choose to engage—it just potentially damages relationships.Instead, marketers should shift toward relationship-first frameworks, like the BRAVE approach, which prioritizes trust, authenticity, and long-term value over short-term lead capture.
The Wake-Up Call for Marketer
The most shocking revelation? Your lead conversion problems aren't about lead quality - they're about timing. When 50-60% of your leads come from accounts too early in their journey, no amount of BDR follow-up will change their readiness to engage.
Ready for part two where we dive into what to do about all this? Stay tuned for our next episode where Kerry shares practical steps for transforming your marketing strategy for today's B2B reality.
Be sure to check out Part 2 of our interview with Kerry for advice on what to do with this information!
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About the author
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The RevRoom podcast
B2B buyer journey shifts and lead gen leaks
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Think your lead gen strategy needs a refresh? The data proves you're right. In this eye-opening episode of The RevRoom, host Rachel Bryant sits down with Kerry Cunningham, Head of Research at 6sense and architect of the "demand unit waterfall," to uncover groundbreaking research about how B2B buying has fundamentally changed.
For additional context on how modern marketers can adapt, explore From MQLs to Buying Groups — a real-world look at how leading organizations are evolving their marketing models around group-based decision-making.
The Research That Changes Everything
Kerry drops some truth bombs about what's really happening in B2B buying:
- The average B2B journey is 11 months long and involves 11 people
- For every vendor you add to the evaluation, you add 2 people and 2 months to the process
- 70% of B2B buying happens before any sales contact
- Only 2 out of 10 buying group members will ever fill out your forms
- Most buyers already have their preferred vendor picked by the 70% mark
These findings expose a core problem: today’s B2B buying process is complex, nonlinear, and heavily digital. That’s why understanding campaign strategy clarity — as detailed in The Transformative Power of Strategic Campaign Planning — is crucial for aligning marketing efforts with where buyers actually are in their journey.
Why Your Current Strategy Isn't Working
Remember when we thought inbound marketing would solve everything? Kerry explains why that assumption was flawed from the start:
"Content marketing was an elaborate trick to get people to give us their email so we could send them stuff afterwards and call them," Kerry notes. But here's the reality: aggressive follow-up doesn't change when buyers choose to engage - it just potentially damages relationships.
But here's the reality: aggressive follow-up doesn't change when buyers choose to engage—it just potentially damages relationships.Instead, marketers should shift toward relationship-first frameworks, like the BRAVE approach, which prioritizes trust, authenticity, and long-term value over short-term lead capture.
The Wake-Up Call for Marketer
The most shocking revelation? Your lead conversion problems aren't about lead quality - they're about timing. When 50-60% of your leads come from accounts too early in their journey, no amount of BDR follow-up will change their readiness to engage.
Ready for part two where we dive into what to do about all this? Stay tuned for our next episode where Kerry shares practical steps for transforming your marketing strategy for today's B2B reality.
Be sure to check out Part 2 of our interview with Kerry for advice on what to do with this information!
About the author
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